MARKETING MIX: I'll name that brand in one

The brand originated in Germany in 1889, when the founder acquired a factory in Hanover and called it the Hanoverian Cake Factory. It had ten employees to begin with, and its flagship brand was introduced two years later. The family name continues to be used to this day as the corporate brand, and the company is headed by a grandson of the founder, and family members have been instrumental in some of the technological developments.

It was the first company to wrap its products to keep them fresh and protect them from the elements. It was also first in Europe to introduce a mass-production line, in 1905.

Subsidiaries have been set up throughout Europe, and also in the US.

The company recently celebrated 30 years' presence in the UK.

The red symbol in the corporate logo (containing three letters and a snake within an ovoid) is derived from an Egyptian hieroglyph, which means 'everlasting' and was introduced on the first wrappers.

Brand X is sold in more than 60 countries, though its country of origin is still its most important market. The current ad campaign uses the strap line 'You can't say Brand X without saying ah'.

Can you name this brand? Fax your answers on 020 8267 4504. The first randomly selected correct entry will win a bottle of champagne. Last week's winner was Chris Milia of Help The Aged, who correctly identified Glenfiddich.


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